Birds Records

Creative idea

To create a sustainable revenue stream for WWF we transferred the music streaming model to the charity. The birdsong of endangered species became music samples available to artists for free, on condition that all streaming proceeds go to WWF to bird protection. It became the basis for our record label monetizing birdsong. After launching we received over 500 tracks, the best of them will be released in first album. Birds will earn money while people listen to music.

Brand name: WWF Russia
Advertiser / client: WWF Russia, Yandex.Music
Product / service: WWF Russia
Campaign name: Birds Records
Agency network: BBDO WORLDWIDE
Agency: BBDO Moscow
Web address: https://birdsrecords.com/
Executive creative director: Alexey Fedorov
Art director: Alexey Litovka
Copywriter: Petr Martyuk
Designer: Sofia Baeva
Account director (agency): Anastasia Vikulina
Client account director: Alexandr Kuznetsov
Managing director: Natalia Tsyganova
Music: Universal Music Russia
Agency producer: Mary Asatiani
Digital production: Yuriy Marin
Digital creative: Andrey Krusanov, Denis Bykov
Additional company: ACCOUNT MANAGER: Valentina Zubareva PRODUCTION TEAM: Irina Noruzi, Elena Novoseltseva , Maria Penkova, Alexey Shevchenko